April 2025 Newsletter

This year, Yorkshire Tea pulled off a brilliantly absurd April Fools’ prank by announcing the launch of a “microwaveable tea sachet” - a product that promised the perfect brew in seconds, straight from the microwave.

At first glance, it seemed like a modern convenience. But for anyone who knows Yorkshire Tea’s strong stance on traditional brewing methods, the idea broke the unspoken rules of proper brewing. And that was the point.

The behavioural science behind it: This prank taps into cognitive dissonance, a psychological phenomenon that occurs when someone is presented with two conflicting beliefs or ideas. Here, the trusted, traditional image of Yorkshire Tea clashed with the lazy, almost offensive idea of microwave tea. That internal conflict (“Surely not... but wait, they wouldn’t... would they?”) creates a moment of surprise, which is exactly what makes it funny and memorable.

As die-hard tea lovers, we were truly disgusted by the thought of microwaving our beloved brew!

Creme Eggs are all about indulgence, nostalgia, and messiness, usually enjoyed as a whole, not squeezed out like ketchup. By turning it into a sauce-like condiment, Cadbury playfully challenged how we think a treat should be consumed. The prank felt just outrageous enough to be believable, especially in a world where food innovation often borders on the absurd.

Creme Eggs are usually savoured whole, not squeezed like ketchup. By turning it into a condiment, Cadbury cleverly challenged expectations around how treats are meant to be enjoyed. In a world full of wild food innovations, it felt just believable enough.

The behavioural science behind it: This taps into incongruity theory, humour that comes from the clash between expectation and reality. Turning a familiar, seasonal chocolate egg into a sauce creates a funny mental mismatch that’s surprising, silly, and entertaining.

And that’s exactly why it worked, it got people asking “why would you do that… but also, what would I put it on?”

Walkers played a subtle but clever trick, they swapped the colours of their crisp packets, turning familiar flavour cues on their heads (think blue for Salt & Vinegar and green for Cheese & Onion, instead of the usual reverse).

This wasn’t an outrageous stunt, it was just subtle enough to make people doubt themselves. The unexpected switch caused fans to do a double-take, question their memory, and engage more closely with the product. For many, it sparked playful debate: “Wait… hasn’t it always been this way?”

The behavioural science behind it: This prank leaned on the concept of habituation - our tendency to stop noticing things we see regularly. Walkers’ colour flip disrupted that autopilot behaviour, forcing consumers to pause and reassess something they usually take for granted. It turned a daily decision into a moment of curiosity and conversation.

And yes, some of us almost fell for it!